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研究生:楊盛發
研究生(外文):Sheng-fa Yang
論文名稱:消費者購買行為對採購策略影響之研究-以進口服飾品牌為例
論文名稱(外文):The Infuence of Consumer Behaviour on Purchasing Strategy--A Case Study of Imported Apparel brand
指導教授:王忠宗
指導教授(外文):Justin Wang
學位類別:碩士
校院名稱:東吳大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2010
畢業學年度:98
語文別:中文
論文頁數:101
中文關鍵詞:消費者行為採購策略進口服飾品牌
外文關鍵詞:consumer behaviourpurchasing strategyImported apparel brand
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近年來,由於國際經濟環境與國內政局的影響,使得國內各行業都呈現低迷衰退的情況,在服飾零售業方面,因激烈的競爭,使價格彈性空間變得越來越小,而緊縮狀況可能持續下去;為了擴大商品吸引力及市佔率,服飾零售業者勢必要在採購、行銷及消費者中,積極進行策略性思維,藉以統籌策略增加品牌資源與提高競爭優勢。
針對消費者面臨購物通路、品牌多樣化的情況下,服飾零售業者除了增加經營據點外,更需採購更多貨品庫存來滿足店舖陳列需求,並深思如何滿足消費者的實際需求和滿意度,進而提升重複購買率與業績成長。服飾零售業者在經營策略規畫上已經成為現階段重要的研究方向之一,因此企業經營的兩大主軸—買(採購)與賣(行銷),變成為策略規劃的焦點。本研究希望探討消費者購買行為對採購策略的影響,藉此深入瞭解服飾品牌的經營模式定位。
本研究選用K.L公司所代理的進口品牌G2000、MEXX作為研究對象,主要採用個案研究方法。首先以概略敘述進口服裝產業以及經營模式、採購策略分析;並以兩家進口服飾品牌的差異進行比較。
從個案的實例研究中,瞭解兩個服飾品牌在因應外在的環境變化和消費者因素之下,如何強化內部品牌定位與經營策略上,增加本身市場競爭力、提升銷售利潤的態勢,都寄望於採購作業能發揮最佳功能;而由於採購作業是一套繁複的策略規劃系統,因此使得採購策略規劃必須抱以審慎之心態,以進行各項環節的評估工作,如此才能達到產品上市的成功機率大幅提升的目的。
In recent years, the international economic environment and domestic politic influence, that critically affects all kinds of business industries and resulted in a depressing and recessing situation. In case of clothing retail industry, the flexibility of pricing becomes smaller because of the intensive competition. In additional to that, the stringent situation might continue on. In order to enhancing merchandises attractiveness and increasing market share, clothing retailers have to be more actively carry out strategic plan in merchandising, marketing and consumer buying. Consequently, by co-ordinate strategies to increase brand resources and strengthen competitive advantages.
For consumers facing diversity of shopping channels and brands, clothing retailers except to increase more sale outlet’s, it also has to build up more stocks to fulfill store display’s needs. Besides, clothing retailers have to think deeply how to satisfy consumers’ need in reality and customer satisfaction, in order to pursue increasing sales growth and enhance repeat purchasing rate. Business strategy planning has already become a significant research direction in current stage for clothing retailers. Nevertheless, two majority roles in operating business are buying (merchandising) and sale (marketing.) They become the focus points when doing strategic planning. This study is to investigate consumer behavior on the impact of procurement strategy in order to understand the business model of clothing brand positioning.
In this research, the K.L Co.,Ltd’s franchised brands, G2000 and Mexx will be studying objects in this case, and mainly use on individual case study. First of all, the import clothing industry will be briefly describe and, the business model, merchandising strategy analysis, lastly, comparing the differences between two franchised brands.
The above case studies, aiming to understand how two apparel brands strengthen the internal brand positioning, managing strategic to increase its competitiveness, enhancing the revenue profit margins, are all count on the functions of merchandising doing the best job that would not affect by external factors such as environmental changing and consumer causes. Due to the merchandising is a complex strategic system, thus the strategis has to be made by prudent attitude to process each step of works. Consequently, the chance of success would be drastically rise up when the products go to the market.
摘要 I
ABSTRACT II
目錄 IV
圖目錄 V
表目錄 VI
第一章、緒論 1
第一節 研究動機 1
第二節 研究目的 2
第三節 研究流程 3
第二章、文獻探討 4
第一節 消費者購買行為理論 4
第二節 採購策略的定義與重要性 12
第三節 採購策略的分類 19
第三章、研究設計 31
第一節 研究方法 31
第二節 研究架構 34
第三節 問卷內容大綱 35
第四章、個案分析與比較 37
第一節 進口服飾產業概略 37
第二節 個案公司簡介 40
第三節 G2000品牌經營模式與採購策略分析 42
第四節 MEXX品牌經營模式與採購策略分析 59
第五節 經營模式與採購策略之比較 77
第五章、結論與建議 89
第一節 研究結論 89
第二節 研究建議 93
第三節 研究限制 95
參考文獻 96
一、中文部分: 96
二、英文部分: 97
三、網站資料: 101

圖目錄
圖1- 1論文結構 3
圖2- 1觀點看消費者行為模式 7
圖2- 2購物行為模式 7
圖2- 3購物決策模式 8
圖2- 4採購策略規劃與公司目標連結 15
圖2- 5不同採購策略下的行動方針 22
圖2- 6主要採購策略之觀念架構圖 23
圖2- 7採購策略考慮之因素 27
圖3- 1研究架構 34


表目錄
表2- 1消費者行為定義 5
表2- 2不同階段之策略管理與採購策略的關連性 16
表2- 3三種不同的採購策略 24
表2- 4國際採購的重要因素 30
表3- 1個案研究設計的基本型態 31
表4- 1訪談人員名單 37
表4- 2台灣進口服飾(成衣及服飾品)質與量概況 38
表4- 3台灣進口服飾(成衣及服飾品)主要來源區域分析 單位:億美元 39
表4- 4 G2000競爭者品牌(以進口品牌的產品定位屬性為例) 45
表4- 5 G2000商品類別銷售金額分析 46
表4- 6 G2000消費者年齡分佈 47
表4- 7 G2000商品基本屬性銷售分析 47
表4- 8 G2000商品價格屬性銷售分析 48
表4- 9 G2000商品類別價格分析 49
表4- 10 G2000最吸引消費者的促銷手法 50
表4- 11 G2000消費者重購率之次數(一年之內) 52
表4- 12 G2000消費者選購服裝的考量因素 57
表4- 13 MEXX歷年品牌廣告概念 60
表4- 14 MEXX競爭者品牌(以進口品牌的產品定位屬性為例) 63
表4- 15 MEXX商品類別銷售金額分析 64
表4- 16 MEXX消費者年齡分佈 65
表4- 17MEXX商品基本屬性銷售分析 66
表4- 18商品類別價格分析 67
表4- 19 MEXX最吸引消費者的促銷手法 68
表4- 20MEXX消費者重購率之次數(一年之內) 70
表4- 21MEXX消費者選購服裝的考量因素 75
表4- 22個案品牌定位與經營模式之比較 78
表4- 23個案品牌商品特性與陳列佈置之比較 80
表4- 24個案品牌價格結構與促銷活動之比較 81
表4- 25個案品牌人力培訓與消費者關係之比較 82
表4- 26個案品牌採購程序與作業條件之比較 84
表4- 27個案品牌採購策略關鍵因素之比較 87
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三、網站資料:
ITIS智網(2007),洞悉服裝消費的行為動機,擷取日期:2010/01, www.itis.org.tw。
紡拓會全球資訊網(2006),消費者行為與全球成衣市場趨勢,擷取日期:2006/09 , http://news.textiles.org.tw/。
紡拓會全球資訊網(2009),我國紡織品進出口貿易概況,擷取日期:2010/01 , http://news.textiles.org.tw/。
高林實業股份有限公司,擷取日期:2010/02 , http://www.collins.com.tw/cms/1.html。
Generation 2000 Limited,擷取日期:2010/02 , http://www.g2000.com.hk/region/hk/。
Liz Claiborne Inc,擷取日期:2010/02 ,http://www.mexx.com/。
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